Australian Venue Co (AVC)

AVC brand architecture, strategy and design

Australian Venue Co. (AVC) owns & operates 200+ of the country’s best loved pubs, bars & event spaces. From landmark institutions to humble locals, the venues are in cities, suburbs & regional towns across Australia. The company also operates venues across the ditch as New Zealand Venue Co.

We worked with AVC to create a brand solution to simplify and strengthen its group marketing without damaging the local first venue approach. This included consideration for the group corporate brand, loyalty programme and individual pubs and bars.

 
Insight

The current approach of using AVC/NZVC for group marketing wasn’t working. The brand worked well when communicating to corporate and industry audiences, but was not resonating with consumers, or at the local pubs and bars.

However, the group loyalty programme, The Pass was building resonance with consumers and there was potential to leverage this more.

Brand Architecture & Strategy

The new brand architecture strategy delivers unique place brands, united and powered by The Pass. Local venue brands are retained and strengthened, while the AVC/NZVC is now focused purely on corporate and industry audiences. The Pass has now become the lead consumer group brand and has evolved from a loyalty APP to unite, promote and celebrate 200+ pubs and bars.

‘Go Out, Get More’ provides a new promise that resonates with consumers and works across all venues. Key pillars and messaging provide a strong internal and external brand framework that provides group alignment on principles and standards, with the flexibility to localise messaging for individual pubs and bars.

The new strategy for The Pass strengthens the reward and recognition programme while becoming a true hub for what’s on, pub culture and providing exclusive members benefits. The Pass now provides an easy way to anchor state and national campaigns to achieve economies of scale and drive venue leads and build a connected community.

Design

The Pass brandmark has been strengthened with the type style extended to create a message-driven visual language. This brings to life the promise of Go Out, Get More and is flexible enough to work with a wide array of venue brands.

Adopting the colour palette of each venue to connect The Pass maintains a strong local connection that’s relevant and respective to the local pub or bar.

The visual language expands with any group campaign, offer or specific venue promotion while staying true to both. The colour palette can also evolve and adapt for seasonal or theme-specific campaigns.